Carlo Rossi Sweet Red

A salesman from day one, Charles "Carlo" Rossi started working for E. & J. Gallo Winery in 1953 alongside family friend Ernest Gallo. In 1962, Carlo Rossi Red Mountain wines were introduced and quickly became one of the winery's top sellers. By the time 1975 rolled around, "Red Mountain" was removed (but is still in use on some labels) and Carlo had become the face and voice of his popular, eponymous jug wine. He starred in the TV and radio spots, taking to the airwaves to talk about his good, honest wines that he made for real people to enjoy His simple, straightforward approach to wine was reflected in these commercials, where he was known to coin memorable "Carlo-isms," including the now famous "I like to talk about wine, but I'd rather drink it."

California wine production has a rich viticulture history since 1680 when Spanish Jesuit missionaries planted Vitis vinifera vines native to the Mediterranean region in their established missions to produce wine for religious services. In the 1770s, Spanish missionaries continued the practice under the direction of the Father Junípero Serra planted California's first vineyard at Mission San Juan Capistrano.

The state produces about ninety percent of the American wine supply and is the fourth largest wine producer among the world's independent nations. It has more than 1,200 wineries ranging from home-grown and small boutiques to large corporations with international distribution.